BIRKENSTOCK Invites Filipinos to Rediscover the Country on Foot
The Philippines looks different when you experience it one step at a time, and BIRKENSTOCK is betting you’ll agree
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- BIRKENSTOCK has partnered with the Department of Tourism and the Tourism Promotions Board to launch The Philippines by Foot, a campaign promoting walking as a way to experience the country’s history.
- The initiative kicked off with heritage walks through Rizal Park and Intramuros, encouraging participants to rediscover iconic landmarks at a slower pace.
- With the BIRKENSTOCK Museo and plans to expand across the country, the campaign aims to make walkable tourism a new way for Filipinos to explore the Philippines.
The Philippines, at walking pace
BIRKENSTOCK is expanding its footprint in the Philippines with a new tourism initiative that encourages Filipinos to rediscover the country the oldest way possible: on foot.
Launched in partnership with the Department of Tourism (DOT) and the Tourism Promotions Board (TPB), The Philippines by Foot positions walking as a way of engaging more deeply with the country’s heritage. Anchored by BIRKENSTOCK’s global “Walk Naturally” philosophy, the campaign aims to highlight walkable destinations across the Philippines while promoting a slower approach to travel.
“Walking has always been part of everyday Filipino life,” the campaign suggests. Whether navigating busy city streets, exploring historic districts, or strolling along coastal paths, movement is often driven by necessity. The initiative seeks to shift that perspective by encouraging people to see walking as an experience in itself.
From Kilometer Zero, a new journey begins
The campaign officially launched at Kilometer Zero in Rizal Park, the geographical reference point from which distances across the Philippines are measured. Joined by officials from the DOT, TPB, the Luneta administration, members of the media, and the local BIRKENSTOCK community, participants took part in an inaugural heritage walk through one of Manila’s most historic landmarks.
The route passed the Rizal Monument, the site of Dr. Jose Rizal’s martyrdom, the Gomburza Marker, the Chinese Garden, the Japanese Garden, the Musical Dancing Fountain, Agrifina Circle, and the National Museum complex. Rather than treating these sites as quick stops, the walk emphasized experiencing history at a slower pace, allowing participants to engage more closely with the spaces that have shaped the country’s identity.
A new map for Philippine tourism
The initiative continued that evening at The Henry Hotel Manila, where Tourism Promotions Board Chief Operating Officer Maria Margarita Nograles, BIRKENSTOCK Southeast Asia Managing Director Evelyn Chua, and Primer Group CEO Jimmy Thai outlined the campaign’s long-term vision.
The partnership aims to identify and promote walkable destinations across the country while strengthening connections between tourism and pedestrian-friendly spaces. Future activations are expected to expand beyond Metro Manila through collaborations with regional communities and provinces.
The following day, the campaign partnered with walking community Just Walk PH for a heritage tour of Intramuros. Participants explored Manila Cathedral, San Agustin Church, Plaza de Roma, Villa Immaculada Park, Silahis Art and Artifacts, and several of the district’s historic fortifications, including Baluarte de San Andres and Puerta del Parian.
Alongside the outdoor activities, BIRKENSTOCK also presented the BIRKENSTOCK Museo, a gallery-style exhibition celebrating the Filipino community that has embraced the brand over the years.
Featuring nearly 50 individuals, the exhibition documented the stories behind well-worn pairs of BIRKENSTOCK sandals across different professions and generations.
Every pair has a story
Among those featured were traditional tattoo artist Apo Whang-Od, whose sandals have accompanied her through the mountains of Buscalan; Toyo Eatery chef Jordy Navarra, whose footwear portrays years spent working long hours in the kitchen; and furniture craftsman Edward Sibunga of e/lou furniture studio.
Their stories were presented alongside those of everyday commuters and longtime wearers, highlighting how the same footwear has adapted to different lifestyles and careers.
For BIRKENSTOCK, the exhibition underscored the longevity of its products while reinforcing the campaign’s broader message that every journey, whether extraordinary or routine, begins with the simple act of walking.
As The Philippines by Foot rolls out nationwide, the campaign will partner with communities across the archipelago to spotlight destinations that are best explored on foot. BIRKENSTOCK, the DOT, and the TPB hope to encourage Filipinos to rediscover familiar places with a renewed sense of curiosity and appreciation.
Frequently Asked Questions
The Philippines by Foot is a nationwide campaign by BIRKENSTOCK, launched in partnership with the Department of Tourism and the Tourism Promotions Board. It encourages Filipinos to explore the country’s heritage by walking through historic and walkable destinations.
BIRKENSTOCK partnered with the Department of Tourism (DOT) and the Tourism Promotions Board (TPB) to launch the initiative. Together, they aim to promote walkable tourism and encourage more meaningful ways to experience the Philippines.
The campaign officially launched at Kilometer Zero in Rizal Park, Manila, with an inaugural heritage walk through several historic landmarks. It also continued with a guided walking tour of Intramuros in partnership with the Just Walk PH community.
The BIRKENSTOCK Museo is a gallery-style exhibition featuring nearly 50 members of the Filipino BIRKENSTOCK community. It showcases personal stories behind well-worn pairs of sandals, including those owned by Apo Whang-Od, Chef Jordy Navarra, and furniture maker Edward Sibunga.
The campaign aims to inspire Filipinos to slow down and rediscover the country by exploring it on foot. BIRKENSTOCK, the DOT, and the TPB also plan to expand the initiative to more provinces to promote walkable tourism and celebrate local heritage.
